Pengaruh Digital Marketing, Influencer Marketing Dan Product Quality Terhadap Keputusan Pembelian Mobil Wuling Di Indonesia
Digital Marketing, Product Quality, Keputusan pembelian
Abstract views: 490
,
PDF (Bahasa Indonesia) downloads: 825
Abstract
Consumer behavior in Indonesia in making car purchase decisions is influenced by many factors some of which are digital Marketing, Influencer Marketing and Product Quality, this also includes the purchase of Wuling Motors brand cars. The method used is a quantitative approach that examines specific populations and samples. Data collection using research instruments and data analysis is quantitative / statistical. The purpose of this study is to test the hypothesis that has been set. Data processing using the help of the SPSS program. The result of the study is that Digital Marketing has a negative and significant influence on purchasing decisions. Digital Marketing, Influencer Marketing, Product Quality simply have an influence on purchasing decisions.
Downloads
Download data is not yet available.
References
As’ad, H. A.-R., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Loyalty : An Empirical Study on Mobile Service Providers in Jordan. Science Private University, Amman, Jordan, 3.
Assauri, S. (2013). Manajemen Pemasaran : Dasar, Konsep & Strategi. In FT RajaGrafindo Persada (Vol. 9, Issue 2).
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3). https ://doi.org/10.1002/dir.1014
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers : De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5),. International Journal of Advertising, 36(5), 798–828.
Devina Ellora. (2019). Mengenal Berbagai Jenis Influencer di Media Sosial -. Beauty Journal. https ://journal.sociolla.com/lifestyle/mengenal-influencer media-sosial
Dr.Widodo. (2017). Metodologi Penelitian : Populer & Praktis / Dr. Widodo. In Jakarta : Rajawali Pers, 2017 ©2017 (Vol. 24, Issue 9).
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Jurnal Eksekutif, 15(1), 133–146.
Hayati, Y. H., & Sekartaji, G. (2015). Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Di Restoran Bebek Dan Ayam Goreng Pak Ndut Solo. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 1(1), 49–56. https ://doi.org/10.34203/jimfe.v1i1.455
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands : The impact of Twitter-based electronic word-of-mouth on consumers source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181–195. https ://doi.org/10.1080/00913367.2013.827606
Kotler, & Amstrong. (2016). Principles of marketing (11 ed.). In New York : Pearson International. 85
Kotler, P. (2012). Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Education International, 817.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing 17th Global Edition. In Pearson Education Limited.
Kotler, P., & Armstrong, G. (University of N. C. (2014). Principles Of Marketing 15Ed : Global Edition. In Principles of Marketing.
Kotler, P., & Keller, K. L. (2007). Manajemen pemasaran, edisi 12, jilid 1. In Jakarta : PT Indeks. Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Jilid 2 Edisi Ketigabelas. In Penerbit Erlangga.
Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187. https ://doi.org/10.37817/ikraith-ekonomika.v6i1.2480
Malhotra, N., & Birks, D. (2007). Marketing Research : An Applied Approach ( Mixed media product ). In Marketing Research.
Mallik, D. M. A. (2017). Impact of Digital Marketing on Youth Buying Behavior at Big Bazaar in Udupi. International Journal of Advance and Innovative Research, 3(08).
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen, edisi Kelima, Jilid 1 dan Jilid 2. In PT Penerbit erlangga.
Nurfadila, S. (2020). Impact of Influencers in Consumer Decision Process : The Fashion Industry. Interdisciplinary Journal on Law, Social Sciences and Humanities, 1(2), 1. https ://doi.org/10.19184/ijl.v1i1.19146
Ramadhan, Y. V. (2022). Pengaruh Influencer Marketing, Kualitas Produk, Dan Harga Pada Produk Fashion Online Shop Terhadap Keputusan Pembelian Konsumen (Studi Pada Remaja Di Purbalingga). Universitas Muhammadiyah Purwokerto.
Royan, & M, F. (2004). Marketing Selebrities. In Google Book.
Schiffman, L., & Kanuk Leslie, L. (2007). Perilaku Konsumen, Jakarta : PT. Indeks Prestice Hall.
Scott, D. M. (2015). The New Rules Of Marketing & PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. In The New Rules Of Marketing & PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. https ://doi.org/10.1002/9781119172499
Shimp, T. A. (2014). Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi. Komunikasi Pemasaran Terpadu Dalam Periklanan Dan Promosi., 86 53(9), 258.
Sugiharto, S. A., & Ramadhana, M. R. (2018). PENGARUH KREDIBILITAS INFLUENCER TERHADAP SIKAP PADA MEREK. Jurnal Ilmu Politik Dan Komunikasi, 8(2). https ://doi.org/10.34010/jipsi.v8i2.1333 Sugiyono. (2019). Prof. Dr.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta. In Prof. Dr. Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Sugiyono, P. D. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kulaitatif dan R & D. In Bandung : CV. Alfa Beta
Tjiptono, F. (2014). Pemasaran Jasa-Prinsip dan Penerapan. In Penerbit Erlangga.
Assauri, S. (2013). Manajemen Pemasaran : Dasar, Konsep & Strategi. In FT RajaGrafindo Persada (Vol. 9, Issue 2).
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3). https ://doi.org/10.1002/dir.1014
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers : De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5),. International Journal of Advertising, 36(5), 798–828.
Devina Ellora. (2019). Mengenal Berbagai Jenis Influencer di Media Sosial -. Beauty Journal. https ://journal.sociolla.com/lifestyle/mengenal-influencer media-sosial
Dr.Widodo. (2017). Metodologi Penelitian : Populer & Praktis / Dr. Widodo. In Jakarta : Rajawali Pers, 2017 ©2017 (Vol. 24, Issue 9).
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Jurnal Eksekutif, 15(1), 133–146.
Hayati, Y. H., & Sekartaji, G. (2015). Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Di Restoran Bebek Dan Ayam Goreng Pak Ndut Solo. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 1(1), 49–56. https ://doi.org/10.34203/jimfe.v1i1.455
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands : The impact of Twitter-based electronic word-of-mouth on consumers source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181–195. https ://doi.org/10.1080/00913367.2013.827606
Kotler, & Amstrong. (2016). Principles of marketing (11 ed.). In New York : Pearson International. 85
Kotler, P. (2012). Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Education International, 817.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing 17th Global Edition. In Pearson Education Limited.
Kotler, P., & Armstrong, G. (University of N. C. (2014). Principles Of Marketing 15Ed : Global Edition. In Principles of Marketing.
Kotler, P., & Keller, K. L. (2007). Manajemen pemasaran, edisi 12, jilid 1. In Jakarta : PT Indeks. Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Jilid 2 Edisi Ketigabelas. In Penerbit Erlangga.
Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187. https ://doi.org/10.37817/ikraith-ekonomika.v6i1.2480
Malhotra, N., & Birks, D. (2007). Marketing Research : An Applied Approach ( Mixed media product ). In Marketing Research.
Mallik, D. M. A. (2017). Impact of Digital Marketing on Youth Buying Behavior at Big Bazaar in Udupi. International Journal of Advance and Innovative Research, 3(08).
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen, edisi Kelima, Jilid 1 dan Jilid 2. In PT Penerbit erlangga.
Nurfadila, S. (2020). Impact of Influencers in Consumer Decision Process : The Fashion Industry. Interdisciplinary Journal on Law, Social Sciences and Humanities, 1(2), 1. https ://doi.org/10.19184/ijl.v1i1.19146
Ramadhan, Y. V. (2022). Pengaruh Influencer Marketing, Kualitas Produk, Dan Harga Pada Produk Fashion Online Shop Terhadap Keputusan Pembelian Konsumen (Studi Pada Remaja Di Purbalingga). Universitas Muhammadiyah Purwokerto.
Royan, & M, F. (2004). Marketing Selebrities. In Google Book.
Schiffman, L., & Kanuk Leslie, L. (2007). Perilaku Konsumen, Jakarta : PT. Indeks Prestice Hall.
Scott, D. M. (2015). The New Rules Of Marketing & PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. In The New Rules Of Marketing & PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. https ://doi.org/10.1002/9781119172499
Shimp, T. A. (2014). Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi. Komunikasi Pemasaran Terpadu Dalam Periklanan Dan Promosi., 86 53(9), 258.
Sugiharto, S. A., & Ramadhana, M. R. (2018). PENGARUH KREDIBILITAS INFLUENCER TERHADAP SIKAP PADA MEREK. Jurnal Ilmu Politik Dan Komunikasi, 8(2). https ://doi.org/10.34010/jipsi.v8i2.1333 Sugiyono. (2019). Prof. Dr.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta. In Prof. Dr. Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Sugiyono, P. D. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kulaitatif dan R & D. In Bandung : CV. Alfa Beta
Tjiptono, F. (2014). Pemasaran Jasa-Prinsip dan Penerapan. In Penerbit Erlangga.
Published
2023-10-11
Issue
Section
Articles
Copyright (c) 2023 Baronah, Anggit Yoebrilianti, Nurhayani
This work is licensed under a Creative Commons Attribution 4.0 International License.
.png)
